Maximize your site’s potential with expert tips for Google and WordPress

Unlocking the potential of your online presence starts with using Google and WordPress together. While the landscape is changing, this remains a powerful pair of companies that helps creators publish, promote, and measure their content for maximum reach. 

By combining Google’s powerful search technology with the flexible publishing capabilities of WordPress, anyone can grow their audience more effectively and adapt to the ever-changing web landscape. 

So let’s look at some key insights, delivered directly from Google Search expert Danny Sullivan, a pioneer in the search marketing industry who helped shape how we understand search, and originated the phrase “search engine marketing.” He gave the Thursday morning keynote presentation at WordCamp US 2025. 

The importance of Google and WordPress in the open web

Sullivan began by emphasizing the critical importance of the open web to Google’s mission and functionality. He reminded the audience, “At the very basic level, we don’t function without it. We, as a company, don’t function without it – our role in trying to help people locate and understand information doesn’t do well if there’s no open web.”

The open web has evolved significantly in the past, overcoming various challenges and changes that have shaped its current landscape. Its future remains critical for both Google and content creators, as the long-term potential and scalability of the open web will continue to support innovation and growth.

This message was a call to all creators: the health of the web is directly tied to the quality and diversity of content available online.

How Google Search ranks and adapts

The keynote clarified some of Google’s ranking systems, noting there’s no single algorithm but rather a dynamic combination of “different signals that you measure up” depending on content type, context, freshness, and user intent. Sullivan explained, “There’s not one single ranking system… we use surge algorithms and systems to try to understand… what seems to be the most relevant information to show when you have all these pages that, from a word basis, just match. But what’s going to be most useful?”

For different types of searches, like news, local, or image queries, Google leverages specific factors to deliver what matters most to each user at each moment. Understanding the details of these ranking factors can be challenging, but a thorough understanding can help creators adapt, so it’s worth a little self-education.

Tackling new and complex queries

A striking statistic from Sullivan’s talk: “15 percent of searches are new every day”. This highlights Google’s endless challenge – addressing queries that have never been seen before. He shared stories about searches spurred by breaking news or viral moments, describing how Google must respond to these “instant” needs for information without making excuses.

The rise of AI overviews and multimodality

One of the biggest changes visible in search results recently is the integration of AI-powered overviews and multimodal features. These provide users with conversational, summary-style responses and richer, more diverse sets of links. Sullivan explained, “AI is enabling these new ways to seek information, and people are developing expectations to want to get it presented in a different way”. He also described innovations like submitting videos for analysis and the increasing importance of video and imagery in search results.

Takeaways for WordPress creators

Sullivan’s advice for content creators remains focused and practical. He urged, “Good SEO is really having good content for people… write things in a clear way that people can understand?”. Google’s efforts, including experiments like WebGuide and features like Site Kit for WordPress, are intended to help creators measure engagement and refine their approach based on what users actually value. He highlighted, “Unique, valuable content for people – drawing emphasis on the unique part, right?”.

Google and WordPress integration checklist

Staying up-to-date with Google’s core updates and algorithm changes is crucial. These updates can have a significant impact on your website’s ranking and traffic, so it’s important to regularly review your analytics and adjust your SEO strategies as needed. 

Here’s a quick list of ways you can keep up with your site’s performance on Google, and be ready to pivot when change is necessary. 

• Integrate Google Analytics to track website traffic, visitor behavior, and conversion rates.
• Monitor performance with Search Console to assess rankings, impressions, clicks, and identify technical SEO issues.
• Schedule regular reviews of analytics data to spot trends, gaps, and opportunities for improvement in content and user experience.
• Stay informed of Google core updates by following Google Search Central on X.
• Compare your site against competitors using available analytics and Search Console data to find weaknesses and growth opportunities.

By leveraging these Google tools and best practices, WordPress users can make data-driven decisions to improve their website’s ranking, drive more traffic, and ultimately increase their online revenue. 

Commitment to the open web

Google, EasyWP, and every individual WordPress user each play a unique role in sustaining the vitality of the open web, shaping how content is created, optimized, and delivered. While our visions may vary on what an open web truly means, everyone can support and continue building an inclusive, accessible digital landscape. 

Ready to take your site’s optimization even further? Discover the must-have tools to boost your rankings by checking out our blog on the best SEO plugins for WordPress.